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Qatar's Sports Strategy: a Case of Sports Diplomacy Or Sportswashing?

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Qatar's Sports Strategy: a Case of Sports Diplomacy Or Sportswashing? Qatar’s sports strategy: A case of sports diplomacy or sportswashing? Håvard Stamnes Søyland Master in, International Studies Supervisor: PhD Marcelo Adrian Moriconi Bezerra, Researcher and Invited Assistant Professor Iscte - University Institute of Lisbon Co-Supervisor: PhD Cátia Miriam da Silva Costa, Researcher and Invited Assistant Professor Iscte - University Institute of Lisbon November, 2020 Qatar’s sports strategy: A case of sports diplomacy or sportswashing? Håvard Stamnes Søyland Master in, International Studies Supervisor: PhD Marcelo Adrian Moriconi Bezerra, Researcher and Invited Assistant Professor Iscte - University Institute of Lisbon Co-Supervisor: PhD Cátia Miriam da Silva Costa, Researcher and Invited Assistant Professor Iscte - University Institute of Lisbon November, 2020 Acknowledgements I would like to thank my supervisor Marcelo Moriconi for his help with this dissertation and thank ISCTE for an interesting master program in International Studies. I would like to thank all the interesting people I have met during my time in Lisbon, which was an incredible experience. Last but not least I would like to thank my family and my friends at home. Thank you Håvard Stamnes Søyland Resumo Em Dezembro de 2010, o Qatar conquistou os direitos para o Campeonato do Mundo FIFA 2020. Nos anos seguintes, o Qatar ganhou uma influência significativa no desporto global. Este pequeno estado desértico tem sido o anfitrião de vários eventos desportivos internacionais durante a última década e aumentou a sua presença global através do investimento em desportos internacionais, do patrocínio de negócios desportivos, da aquisição de clubes de futebol, da aquisição de direitos de transmissão desportiva e da criação de instalações desportivas de última geração. Esta dissertação reflete como o Qatar utiliza a diplomacia desportiva para conquistar espaço globalmente e exerce o seu soft-power. A análise dos documentos chave do governo do Qatar constituem as fontes essenciais desta investigação. O envolvimento do Qatar no desporto global segue uma tendência international, em que os regimes ricos e autocráticos tornaram-se atores destacados no desporto global no anos mais recentes. Enquanto a diplomacia desportiva do Qatar tem sido muito ambiciosa, a recente atenção global sobre estes tópicos levou a um increment do escrutínio das políticas internas do Qatar. Esta situação resultou no massivo e consistente criticism no que concerne às alegações de corrupção e vários relatórios sobre os abusos laborais. Esta dissertação defende que a diplomacia desportiva do Qatar precisa de ser vista de uma perspetiva crítica. O conceito de lavagem desportiva encaixa na estratégia desportiva do Qatar que procura deliberadamente alterar a sua reputação global através da sua associação a despostos de atração global, enquanto desvia sem sucesso a atenção dos seus problemas politicos internos. Palavras-chave: Qatar, Poder Suave, Diplomacia Desportiva, Lavagem Desportiva, Desporto Global Abstract In December 2010 Qatar won the rights to host the 2022 FIFA World Cup. In the following years Qatar have gained significant influence within global sports. The small desert state has hosted several international sporting events during the last decade and increased its global presence by investing in international sports though sponsorship deals, acquisition of football clubs, acquiring broadcasting rights and the creation of state-of-the-art sporting facilities. This thesis looks at how Qatar utilises sports diplomacy to gain attraction and soft power globally, drawing on document analyses of key Qatari governmental documents. Qatar’s engagement in global sports follows an international development, where autocratic resource rich regimes have become major actors within global sports in the recent years. While Qatar’s sports diplomacy has been very ambitious, the newfound global attention has led to an increased scrutiny regarding Qatar’s internal policies. This have resulted in massive and consistent criticism regarding corruption allegations and several reports about labour abuses facing the migrant workers in the country. This thesis argues that Qatar’s sports diplomacy needs to be looked at in a critical light. The concept of sportswashing is a fitting description of how Qatar’s sports strategy deliberately seeks to alter its global reputation by being associated with the global appeal of sports while unsuccessfully divert the attention away from the internal politics in the country. Key words: Qatar, soft power, sports diplomacy, sportswashing, global sports, Table of Content List of Tables……………………………………………………………………….1 List of Acronyms…………………………………………………………………...2 Introduction………………………………………………………………………...3 Chapter 1: Literature review……………………………………………………...5 1.1. Conceptual framework………………………………………………………….5 1.1.2. Soft Power………………………………………………………………..5 1.1.3. Sports Diplomacy………………………………………………………...8 1.1.4. Sportswashing…………………………………………………………...11 1.2. History of sports diplomacy……………………………………………………12 1.3, Qatar’s engagement with global sports………………………………………...14 Chapter 2: Methodology..........................................................................................17 Chapter 3: Analysis..................................................................................................19 3.1 Qatar 2030 Vision and sports sector.....................................................................19 3.2 Pillars of sports diplomacy……………………………………………………...22 3.2.1. Hosting sporting events and state-of-the-art sporting facilities……….....23 3.2.2. Investing in global sports and broadcasting rights……………………….27 3.2.3. Sporting success and naturalisation of athletes…………………………..32 3.2.4. Global football stars in Qatar…………………………………………….34 Chapter 4: Discussion………………………………………………………………39 4.1. Soft power and sports diplomacy……………………………………………......40 4.2. Criticism and sportswashing..................................................................................47 Conclusion...................................................................................................................59 Bibliography................................................................................................................62 List of tables Table 3.1. List of international sporting events in Qatar………………………..........25 Table 3.2. List of annual sporting events in Qatar……………………………….......25 Table 3.3 List of the 2022 FIFA World Cup Stadiums………....................................26 Table 3.4. List of the ten most expensive PSG transfers since the QSI takeover…....31 Table 3.5 List of Qatar’s sponsorship agreements with global football clubs……….31 Table 3.6. List of Qatar's medals at the Olympic Games…………………………….34 1 List of Acronyms CENTCOM- The United States Central Command FIFA- Federation Internationale de Football Association IAAF- International Association of Athletics Federations ICSS- International Centre for Sports Security IOC- International Olympic Committee MENA- The Middle East and North Africa PSG- Paris Saint Germain QNV 2030- Qatar National Vision 2030 QSI- Qatar Sports Investment QIA- Qatar Investment Authority SSS 2011-2016- Sports Sector Strategy 2011-2016 UEFA- Union of European Football Associations 2 Introduction When the former and the now disgraced FIFA president Sepp Blatter in December 2010 declared that Qatar was going to be the host for the 2022 FIFA World Cup it sent shockwaves through the entire sporting world. Until then Qatar had been a largely unknown entity in world affairs. Many concerns were raised about Qatar’s suitability as a host nation. The biggest cultural event in the world, the FIFA World Cup, was going to be hosted in a microstate situated at the Arabian Peninsula, with little to none football history to its name, where the temperatures in the summer months raises well above forty degrees Celsius. However, for the Qatari government this embodied their grand strategy to become a major force in the world of global sports. In recent years Qatar’s influence in global sports have increased significantly. The Qatar Sports Investment, a branch of the sovereign wealth fund of Qatar, the Qatar Investment Authority (QIA) acquired the French elite football club Paris Saint German in June 2011. In the same year the Qatar Foundation became the first shirt sponsor of the world renown football club FC Barcelona. In 2013 the Qatar Foundation was replaced by the Qatari national airliner Qatar Airways, as it became the Catalan clubs first ever commercial shirt sponsor. Qatar have also hosted several international sporting events in the last decade such as the Handball World Championships in 2015, the 2016 Road Cycling World Championships and the Athletics World Championship in 2019, as well as establishing multiple global sporting organisations. Qatar’s engagement in global sports follows a recent development where resource rich autocratic states, such as Russia, Azerbaijan, China, Saudi Arabia and the United Arabic Emirates, at increasing rates invests heavily in international sports as a part of their public diplomacy (Krzyzaniak, 2016). The goal is to re-brand, or alter the image of themselves as modern, liberal and western-friendly and gain attraction through their association with global sports (Lenskyj, 2020). By doing so, autocratic states seek to boost their global image by being associated with sports and divert the attention from their internal political problems (Ibid). This development is most visible through the hosting of sporting mega events
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